中西式快餐的品牌战略差异化分析

An Analysis of the Differences between Chinese and Western Fast-Food Brand Strategies

本文以品牌战略的内涵为出发点,运用对比分析的方法,从对品牌战略的重视程度,品牌的名称、符号差异,品牌的市场定位,经营规模,产品开发,市场营销,广告策划和人才使用差异8个方面,分析了中西式快餐品牌战略制定的差异化,并在此基础上探讨了我国快餐业品牌战略的发展之路。

This paper conducts a comparison of brand strategies between Chinese and Western fast-food busi- nesses in eight aspects,namely,emphasis attached to brand strategies, brand names and logos difference, mar- ket orientation, scales, product development, marketing, advertising and human resources. On the basis of this a- nalysis, the paper points out the development course of the brand strategies for the Chinese fast-food industry.